The Ins & Outs of Email Deliverability

Welcome to another insightful recap of Email & More, where we dive deep into the world of email marketing. For those new to the show, each episode showcases a different topic with a panel of experts ready to answer your questions. Today, we’re talking about deliverability – a critical aspect of email marketing that ensures your emails reach your audience’s inbox. Amir and Kath shared their vast experience and provided valuable insights into various facets of deliverability, from technical protocols to common myths and best practices.

Highlights and Quotes

Amir Hussain Khadim brings a wealth of experience, having managed the email marketing program for one of the world’s biggest airlines. Recently transitioning from marketing to life coaching, Amir shares his unique insights into the evolving landscape of email deliverability.

“Spam is a big problem, and it’s only getting more sophisticated. Every piece of spam means stricter regulations and more challenges for legitimate marketers.” – Amir Hussain Khadim

Kath Pay, a bestselling author and award-winning thought leader, adds her perspective on the evolving definition of spam and the importance of consistent email practices.

“The definition of spam has evolved. It’s not just about malicious content anymore; even well-intended marketing emails can be considered spam if they don’t follow best practices.” – Kath Pay

Understanding Email Deliverability

Deliverability is often misunderstood. It’s not just about whether your email gets sent; it’s about whether it lands in the recipient’s inbox. Amir and Kath discussed several crucial aspects, including the significance of BIMI and DMARC, load balancing, and the ever-present threat of spam.

BIMI and DMARC: These protocols are becoming essential. While DMARC helps in email authentication, BIMI adds a visual brand mark to your emails, making them more recognisable and trustworthy.

“Adopting DMARC and BIMI is about more than just compliance; it’s about building trust with your audience and ensuring your emails are seen.” – Kath Pay

Load Balancing: Ensuring that your email sending patterns are consistent can prevent your emails from being flagged as spam. Both experts emphasized the importance of maintaining a steady and predictable email volume.

“Spammers don’t flatline. They have erratic sending patterns. As legitimate marketers, we need to be consistent to avoid looking like spammers.” – Kath Pay

Common Myths and Realities

One common myth is that changing your ESP (Email Service Provider) can solve deliverability issues. Both Amir and Kath debunked this, explaining that the underlying issues often lie within the sender’s practices rather than the service provider.

“Deliverability is not a goal; it’s a journey. Every email you send either builds or damages your reputation.” – Amir Hussain Khadim

Fixing Deliverability Issues

If you’re facing deliverability issues, it’s crucial to act swiftly. Conduct a thorough audit of your email practices, from how you collect addresses to how frequently you send emails. Often, the solution involves multiple changes across your email marketing strategy.

“The sooner you act on deliverability issues, the easier it is to recover. Engage with experts if needed and be prepared to make comprehensive changes.” – Kath Pay

Conclusion

Email deliverability is a multifaceted challenge that requires a holistic approach. By understanding and implementing best practices, marketers can ensure their messages reach their intended audience.